Facebook, with its more than 1 billion users, is a great platform for practices to create and manage their communities. It also provides practices with the opportunity to advertise their services through Facebook Advertising. With this new form of promoting your services, you have the opportunity to target specific demographics of users that are more likely to convert to lifetime patients.
Facebook offers three tools (Pages, Ads and Groups) that are user-friendly for business owners. Each of these has its own purpose, and they can be combined for greater reach. But the best advertising options for small businesses using Facebook are Pages and Ads.
Prior to setting up Ads, you must first have an optimized business page! Facebook Pages are similar to profiles but are designed for businesses, organizations and public figures. When a user “likes” a page, they will receive updates from that page in their news feed. Pages are free to use and easy to set up. To set up your Facebook Page, use your logo as the profile picture. Then add your cover photo which should relate to your practice and convey what you’re all about. Just make sure the photo you use is one that will draw the eye of the visitor. You could even put your contact info in the cover image.
The “About” section displays below your practice logo. Here you should use your most important keyword phrases as this section is indexed by the search engines. Be sure to put good info in the About section that tells people what your practice does and why it’s unique. Keep this information friendly, informative and informal. You can include your address and phone number in this section as well.
When posting information on your page’s wall, make sure it is useful to your fans. Don’t become repetitive or post too many updates. Some examples of what you can post include links to your blog entries, info on special deals you’re running, announcements concerning new products, practice news or hours of operation. Be sure to pose some open-ended questions on your page that will keep your audience interested and engaged.
Facebook allows you to create ads which are specifically aimed at geographic areas, ages, educational levels and even the types of devices used for browsing. In order to succeed with Facebook ads you must:
- Set Goals – You cannot expect success with Facebook ads without first defining your goals. Your goals for your ads may be the same as your other social media goals such as attracting more targeted fans or driving traffic to your website.
- Define Your Target Market – Facebook ads let you target your campaign toward very specific groups of people based on demographics like interests, age, marital status, gender and educational level. Just think about your primary patient base and what defines them when choosing your ad target.
- Set a Budget – You can pay as little or as much as you want for your Facebook ad campaign. Facebook allows you to put a cap on how much you spend either on a daily basis or for the duration of your campaign. The two different payment options are cost-per-click (CPC) which charges you a set amount for each click your ad gets and cost-per-impression (CPM). The CPM option charges you a set amount for every 1000 views your ad gets.
Call to Action
You have exactly 135 characters to use for your ad copy, so be sure you have a clearly defined call to action that lines up with your ad goals. You can also include a photo with your ad, so take advantage of this and use an attention-grabbing photo that clearly conveys what your practice is all about.
Launch, Review and Tweak
Now you can launch your ad and keep track of it via Facebook’s Ads Manager. This tool shows you stats regarding who is seeing or clicking your ads. Keep a close eye on this data so you can make any necessary adjustments and tweaks.
Facebook advertising is a great way to build a following, establish a brand and attract new patients to your practice. Facebook is one of the most flexible advertising platforms out there that provides users with a variety of options. If you’re a business owner who has not yet tapped into the power of Facebook advertising, it’s not too late to get started!
As an Account Executive at Wpromote, Megan is responsible for assisting clients with their search engine marketing needs. While helping clients become recognized in search engines is an integral part of her job, she is also a regular contributor to the blog. In her spare time, Megan enjoys Dodger games and trying out new recipes like chocolate chip cookie dough truffles! Learn more about Wpromote at TeleVox.Wpromote.com